Casa Redondo expands Dutch distribution partnership
Portuguese company Casa Redondo has appointed A Brand New Day as the exclusive distributor for Sheridan’s in the Netherlands.
The partnership builds on the companies’ existing distribution agreement of Licor Beirão and Safari in the Dutch market.
Sheridan’s is instantly recognisable for its unique dual-chamber bottle, which combines two liqueur styles: a coffee liqueur infused with whiskey and white chocolate cream, poured simultaneously.
The brand is available in more than 50 markets worldwide, with a strong presence in global travel retail and Europe.
Following Casa Redondo’s acquisition of the brand from Diageo in February, Sheridan’s is accelerating its international growth, with the Netherlands being a key part of this expansion.
The appointment is said to underscore Casa Redondo’s confidence in A Brand New Day’s capability to develop and expand premium spirits brands in the Netherlands.
The addition of Sheridan’s marks a significant step toward strengthening the existing partnership and advancing the brand in both on-trade and off-trade channels.
Daniel Redondo, CEO of Casa Redondo, commented on the expanded partnership: “The Netherlands is a priority market for our international expansion, and A Brand New Day has proven to be a strong partner in building our brands locally.
“Our collaboration began with the launch and development of Licor Beirão, expanded with the integration of Safari, and now continues with Sheridan’s.
“Their market expertise, commercial execution and brand-building approach give us full confidence in unlocking Sheridan’s potential in the Dutch market.”
A Brand New Day is an independent Dutch spirits company that specialises in marketing and selling international premium brands.
With a strong emphasis on the Dutch market, the company is dedicated to supporting brand development while maintaining a strong commercial focus across key trade channels.
Bob Valentijn, managing director of A Brand New Day, said: “Working with the Casa Redondo team has been a real pleasure from day one: highly collaborative, entrepreneurial, and fully aligned on how to build brands for the long term.
“We are delighted to further strengthen our partnership with Casa Redondo and to be appointed as the exclusive distributor for Sheridan’s in the Netherlands. Sheridan’s is an iconic brand with strong heritage, a distinctive proposition and exciting potential in today’s market.
“We look forward to building visibility, driving activation and supporting sustainable growth for Sheridan’s across the Dutch market.”
Since acquiring Sheridan’s, Casa Redondo has strengthened the brand’s distribution across Europe, including signing new agreements in the UK, Poland, Romania, and Germany.
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